Product placement na plataforma streaming: análise comparativa das séries “House of Cards” e “O Mecanismo” da Netflix.

• Ano de defesa: 2020
• Autor(a) principal: Maciel, Bruno Pereira Fernandes
• Orientador(a): Carvalho, Breno José Andrade de
• Banca de defesa: Ferreira, Alexandre Figueirôa, Silva, Izabela Domingues da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Pernambuco
• Programa de Pós-Graduação: Mestrado em Indústrias Criativas
• Departamento: Departamento de Pós-Graduação
• País: Brasil
• Palavras-chave em Português: Dissertações; Colocação de produto na comunicação de massa; Branding (Marketing); Marketing; Sistemas de transmissão de dados
• Palavras-chave em Inglês: Dissertations; Product placement in mass communication; Data transmission systems
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.unicap.br:8080/handle/tede/1242

The constant change in the profile of consumers, increasingly critical and equiPPed with different technologies and equipment, has increased the production and consumption of content in the Streaming environment. Advertising and brands have been investing and adapting to changes and how to send effective and more consistent messages to routine and emerging audiences. The aim of this work was to identify, tabulate and analyze the types and actions of Product Placement in the on demand environment (streaming) and how brands aPPly this form of communication strategically to insert their products / services in entertainment content. We use Netflix to show the forms of product insertions, performing a comparative analysis between the “Netflix Originals” series of political drama (“House of Cards” (USA) and “The Mechanism” (Brazil)) of two of the main world markets company, in order to verify the main similarities and differences in the aPPlicability of the techniques presented in this study. For this purpose, theoretical contributions were used, such as Lehu (2007), Baudrilland (2000) and Russel and Belch (2007), in which they dealt with the actions of Product Placement in audiovisual narratives. The results showed that Product Placement is a communicational strategy for brands, capable of working on the persuasion of a specific target audience through an action that differs from traditional advertising in the Streaming environment and aPPlying it to our object of study. This work aims to contribute to studies in the areas of communication and advertising, by pointing out the main Product Placement actions to be invested by the brands.